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Social Media 201: Tips to effectively use Social Media        for your business!                                   www.sit...
What We Will Cover•  Overview	  of	  social	  pla/orms	  •  The	  convergence	  of	  social	  media	  and	  search	     en...
How did we get here?                        www.site-seeker.com
Trustwww.site-seeker.com
The Ins And Outs Of Website Traffic                       Vertical                       Websites   Social                 ...
Search Engine Results Page (SERP)                                     www.site-seeker.com
Search Engine Market Share                              www.site-seeker.com
The convergence of search and social.                                         www.site-seeker.com
Search Plus Your World                          www.site-seeker.com
Google Plus Avatars Appear in Google Search Results                                        www.site-seeker.com
Google Plus Avatars Appear in Google Suggest                                   www.site-seeker.com
Facebook Avatars Appear in Bing Search Results                                    www.site-seeker.com
Search Traffic Is Steady                           www.site-seeker.com
Social Traffic Is Event DrivenTwitter Traffic - Influenced by:   •  Quality of content   •  Number of followers   •  Tweet ...
Social Media Platforms                          www.site-seeker.com
Facebook - Is it this confusing for everyone?                                      www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
Facebook Page Promotion •    Invite friends, family and key customers •    Add a like button to your website •    Claim a ...
Google+           www.site-seeker.com
Google+ Business Page – Example                                   www.site-seeker.com
Google+ for Recruiting: Circles                                   www.site-seeker.com                                     ...
Google+ for Recruiting: Hangout                                   www.site-seeker.com
•  60 hours: video uploaded every minute•  3 billion hours of video watched each month•  500 years of YouTube video watche...
Look & Feel               www.site-seeker.com
Uploading Video    www.site-seeker.com
Annotations               www.site-seeker.com
LinkedIn            www.site-seeker.com
LinkedIn groups                   www.site-seeker.com
Company Pages                 www.site-seeker.com
LinkedIn Recruiter•  Expensive but powerful•  Access to all LinkedIn   names and profiles•  Advanced search filters•  50 InM...
LinkedIn Recruiter          2   Referral Engine – Coming soon•  Expensive but powerful       •  Informs employees about•  ...
Job Network                4   Jobs For You•  Candidates                   •  Ads sent throughout LI   automatically notifi...
Careers Page•  Custom tab on   company profile•  Add video banners…•  Message dynamically   adapts to the viewer•  Delivers...
Twitter: Community                  Search	  TwiAer	  for:	                    •  Brands	                    •  People	   ...
10% Push (about me) - 90% Pull (about you)                                    www.site-seeker.com
Blogging   Yesterday	  	  	  	  	  	  	  	  	  	  	  	  	  	  Today	  	  	  	  	  	  	  	  	  	  Tomorrow	                ...
#Establishing Credibility with Social Media                        Create Accounts                        (Name Claim)    ...
Twitter	                                  LinkedIn	            YouTube	                         SM 	                      ...
Platform Connections and Interactions                                   Twitter:                                   •  Inst...
Platform Connections and Interactions                                   Bing provides                                   • ...
Platform Connections and Interactions                                   Facebook Provides                                 ...
Platform Connections and Interactions                                   Google+ Provides                                  ...
Platform Connections and Interactions                                   Index open FB and LI                              ...
Social Media as a force multiplier                                      www.site-seeker.com
Step 1: Create Expert Content                                   www.site-seeker.com
Step 2: Push content to various social platforms                                            www.site-seeker.com
Step 3: Socialize content within social platforms                                                   Discussions           ...
Step 4: Achieve wide-reaching Search Engine exposure                                         www.site-seeker.com
Step 5: Grow your social reach social capital                                            www.site-seeker.com
Step 6: Drive brand-favorable visitors to your expert content                                              www.site-seeker...
Step 7: Gain visibility of your offering                                            www.site-seeker.com
Step 8: Grow your business                              $$$$$$$$$                                  www.site-seeker.com
Importance Of First Impressions          •  Website visitors can          •  Bounce - leave after viewing one             ...
Importance of First Impressions         •  If your bounce rate is high, fix it:             o  Related headline           ...
Management By Bounce Rate                 Use bounce rate to                 increase ROI                 •  Organic traff...
Visit Duration & Pages Per Visit - Non Bounce•  When visitors stick   o  Spend 3 to 5      minutes on your site   o  View ...
Conversion Rates Should Be Understood                How many conversion page                visitors advance in the sales...
Conversion and Last Click Attribution                           Multi-Channel Funnels                          Old rule of...
Buyer Persona – Understand What Users Expect                                    www.site-seeker.com
Website Elements Should Satisfy A Persona Need                                   Sales Personas                           ...
Ideal Internet Marketing ProgramCreate                                                                    Engage          ...
Building Your Team                      www.site-seeker.com
Plan For Success•  Vision:	  What	  does	  it	  look	  like	     when	  we	  are	  successful?	  •  Key	  Metrics:	  What	...
www.site-seeker.com
Thank You!   Brian Bluff   President & Co-Founder   Site-Seeker, Inc.   brianbluff@site-seeker.com   @brianbluff          ...
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Cny shrm 05022012 b-wosn

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Social Media For Recruiting and HR Managers

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Transcript of "Cny shrm 05022012 b-wosn"

  1. 1. Social Media 201: Tips to effectively use Social Media for your business!  www.site-seeker.com
  2. 2. What We Will Cover•  Overview  of  social  pla/orms  •  The  convergence  of  social  media  and  search   engine  marke7ng  •  Social  media  for  recrui7ng  •  How  the  pieces  fit  together  •  Developing  a  online  strategy  for  success   within  a  40  hour  work  week www.site-seeker.com
  3. 3. How did we get here? www.site-seeker.com
  4. 4. Trustwww.site-seeker.com
  5. 5. The Ins And Outs Of Website Traffic Vertical Websites Social Media Your Website www.site-seeker.com
  6. 6. Search Engine Results Page (SERP) www.site-seeker.com
  7. 7. Search Engine Market Share www.site-seeker.com
  8. 8. The convergence of search and social. www.site-seeker.com
  9. 9. Search Plus Your World www.site-seeker.com
  10. 10. Google Plus Avatars Appear in Google Search Results www.site-seeker.com
  11. 11. Google Plus Avatars Appear in Google Suggest www.site-seeker.com
  12. 12. Facebook Avatars Appear in Bing Search Results www.site-seeker.com
  13. 13. Search Traffic Is Steady www.site-seeker.com
  14. 14. Social Traffic Is Event DrivenTwitter Traffic - Influenced by: •  Quality of content •  Number of followers •  Tweet volume LinkedIn Traffic - Influenced by: •  Number of connections •  Profile updates •  Discussions created •  Popularity of discussions (comments) www.site-seeker.com
  15. 15. Social Media Platforms www.site-seeker.com
  16. 16. Facebook - Is it this confusing for everyone? www.site-seeker.com
  17. 17. www.site-seeker.com
  18. 18. www.site-seeker.com
  19. 19. Facebook Page Promotion •  Invite friends, family and key customers •  Add a like button to your website •  Claim a web address •  Add website address to marketing materials. •  Ads and sponsored stories www.site-seeker.com
  20. 20. Google+ www.site-seeker.com
  21. 21. Google+ Business Page – Example www.site-seeker.com
  22. 22. Google+ for Recruiting: Circles www.site-seeker.com Site-Seeker, Inc. © 2011
  23. 23. Google+ for Recruiting: Hangout www.site-seeker.com
  24. 24. •  60 hours: video uploaded every minute•  3 billion hours of video watched each month•  500 years of YouTube video watched every day on Facebook•  700 YouTube videos shared on Twitter per minute•  100 million people take a social action on YouTube (likes, shares, comments, etc) every week www.site-seeker.com
  25. 25. Look & Feel www.site-seeker.com
  26. 26. Uploading Video www.site-seeker.com
  27. 27. Annotations www.site-seeker.com
  28. 28. LinkedIn www.site-seeker.com
  29. 29. LinkedIn groups www.site-seeker.com
  30. 30. Company Pages www.site-seeker.com
  31. 31. LinkedIn Recruiter•  Expensive but powerful•  Access to all LinkedIn names and profiles•  Advanced search filters•  50 InMails per month•  Search alerts•  Folders•  Team access•  Corporate account•  Training www.site-seeker.com
  32. 32. LinkedIn Recruiter 2 Referral Engine – Coming soon•  Expensive but powerful •  Informs employees about•  Access to all LinkedIn openings names and profiles •  Suggest matches from their•  Advanced search filters network•  50 InMails per month •  Simplified referral notification•  Search alerts•  Folders•  Team access•  Corporate account•  Training www.site-seeker.com
  33. 33. Job Network 4 Jobs For You•  Candidates •  Ads sent throughout LI automatically notified network of websites – passive and active •  Ads sent ONLY to qualified•  Buy year-round job candidates even off LI slots •  Place JFY module on•  Send applicants to you employees profiles. Viewers ATS see appropriate openings.•  Ads follow candidates through LinkedIn www.site-seeker.com
  34. 34. Careers Page•  Custom tab on company profile•  Add video banners…•  Message dynamically adapts to the viewer•  Delivers targeted openings•  Automatically notified about openings•  Connects directly to recruiters www.site-seeker.com
  35. 35. Twitter: Community Search  TwiAer  for:   •  Brands   •  People   •  Keywords   www.site-seeker.com
  36. 36. 10% Push (about me) - 90% Pull (about you) www.site-seeker.com
  37. 37. Blogging Yesterday                            Today                    Tomorrow   ??? www.site-seeker.com
  38. 38. #Establishing Credibility with Social Media Create Accounts (Name Claim) Grow Lead Networks Discussion Become the Participate Expert in Create Discussion Content Distribute Content www.site-seeker.com
  39. 39. Twitter LinkedIn YouTube SM Platforms Published Print Social Media Tech Facebook Maximize Media Paper Opportunities Email Campaign Published Multi-purpose Online Website Media Content Blog Engaging: Post Market Conference Presentation - fans Sheet - markets White Intranet/ - customers Paper eLiterature Press Application Release Note www.site-seeker.com
  40. 40. Platform Connections and Interactions Twitter: •  Instant results to Yahoo, Bing, Google •  Indexed by Bing and Yahoo •  Indexed by GoogleTwitter:•  Integrates with FB and LI via apps www.site-seeker.com
  41. 41. Platform Connections and Interactions Bing provides •  FB search results •  Yahoo search results www.site-seeker.com
  42. 42. Platform Connections and Interactions Facebook Provides •  FB likes on Bing SERPs www.site-seeker.com
  43. 43. Platform Connections and Interactions Google+ Provides •  +1s on Google SERPs www.site-seeker.com
  44. 44. Platform Connections and Interactions Index open FB and LI content www.site-seeker.com
  45. 45. Social Media as a force multiplier www.site-seeker.com
  46. 46. Step 1: Create Expert Content www.site-seeker.com
  47. 47. Step 2: Push content to various social platforms www.site-seeker.com
  48. 48. Step 3: Socialize content within social platforms Discussions Updates Tweets Retweets Share … www.site-seeker.com
  49. 49. Step 4: Achieve wide-reaching Search Engine exposure www.site-seeker.com
  50. 50. Step 5: Grow your social reach social capital www.site-seeker.com
  51. 51. Step 6: Drive brand-favorable visitors to your expert content www.site-seeker.com
  52. 52. Step 7: Gain visibility of your offering www.site-seeker.com
  53. 53. Step 8: Grow your business $$$$$$$$$ www.site-seeker.com
  54. 54. Importance Of First Impressions •  Website visitors can •  Bounce - leave after viewing one page or session times out o  Bounce rate •  Stick - view more than on page o  Does not include time spent on last page – no time stamp o  Average visit duration o  Average pages per visit www.site-seeker.com
  55. 55. Importance of First Impressions •  If your bounce rate is high, fix it: o  Related headline o  Related image o  Show visitors they are in the right spot by serving their needs •  If you are paying for traffic: o  Create landing pages o  Write better ads o  Deep link to specific content o  Revise program o  Stop paying for (some) traffic www.site-seeker.com
  56. 56. Management By Bounce Rate Use bounce rate to increase ROI •  Organic traffic – improve landing page •  Pay Per Click – improve keyword selection, ad, and landing page •  Career Sites – buy/no- buy decision, program scope, landing page www.site-seeker.com
  57. 57. Visit Duration & Pages Per Visit - Non Bounce•  When visitors stick o  Spend 3 to 5 minutes on your site o  View 4 to 5 pages•  Data from 22 B2B companies and 50,000 visits www.site-seeker.com
  58. 58. Conversion Rates Should Be Understood How many conversion page visitors advance in the sales/ recruiting process? •  Click to get (29%) o  73 phone number o  51 address •  40 Sent an email (9.25%) o  Is this good? o  What is your conversion rate? www.site-seeker.com
  59. 59. Conversion and Last Click Attribution Multi-Channel Funnels Old rule of thumb: It takes seven touches to close a deal New rule of thumb: people don’t buy/ contact on the first visit Latent conversion causes bad decisions www.site-seeker.com
  60. 60. Buyer Persona – Understand What Users Expect www.site-seeker.com
  61. 61. Website Elements Should Satisfy A Persona Need Sales Personas 1)  Engineer 2)  R&D 3)  Buyer 4)  Sales & Affiliates 5)  Manager 6)  Co-Supplier HR Personas 7) Employee 8) Applicant 9) Partner Corporate Personas 10) Community 11) Media www.site-seeker.com
  62. 62. Ideal Internet Marketing ProgramCreate Engage ShareGOL:  Keep  visitors  on  your  site,  reading  content  and  viewing  pages     Get Measure Found Test Adjust www.site-seeker.com
  63. 63. Building Your Team www.site-seeker.com
  64. 64. Plan For Success•  Vision:  What  does  it  look  like   when  we  are  successful?  •  Key  Metrics:  What  can  we   measure  to  tell  us  we  are   successful?  •  Strategies:  How  will  we  achieve   these  metrics?  •  Ac7ons:  Who  will  do  what   when?   www.site-seeker.com
  65. 65. www.site-seeker.com
  66. 66. Thank You! Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @brianbluff www.site-seeker.com
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